Driving campaign actions for the Ramblers using Facebook Instant Experiences
Manifesto were chosen by the UK charity, Ramblers to help them on their mission to create a Britain where everyone benefits from the freedom to enjoy the outdoors on foot. Ramblers were concerned about the effect that the Agriculture Bill (a new legislation for the countryside to replace EU law) could pose to public access to the countryside, so they decided to take action to motivate their audiences to lobby their MP directly, by email, and ask them to ensure that the Bill protects and enhances public access.
Manifesto helped to identify the right channels and targeting to reach their audiences, construct a campaign journey which spoke to the passions of likely path protectors, and devise engaging content to drive visitors to the ‘Email your MP’ action.
WHAT WE DID
Working closely with the team at the team at The Ramblers, we used insight from their profiling research, along with our own knowledge of what works for similar clients, to create a campaign strategy to drive people from seven specific audiences to email their MP.
This strategy involved using highly-targeted digital advertising to drive traffic to a Facebook Instant Experience which would educate the audience about the challenges facing Britain’s path network and the upcoming Agriculture Bill, whilst also capturing the engaged visitors as leads for The Ramblers via Facebook Lead ads, to produce future value beyond the campaign.
Manifesto proposed seven target audiences, and one remarketing audience to test in the early stages of the campaign. To encourage these audiences to take action, Manifesto designed a journey using Facebook Instant Experience which used inspiring outdoor imagery, combined with video testimony from volunteers and farmers on the importance of Britain’s public footpaths.
The campaign used a variety of ads, including video, instant experience and lead ads, allowing us to test the different formats with each of the seven audiences so that we could then allocate the remaining budget to those that responded best.
We also designed a colour palette and lockup for the campaign that was aligned with The Ramblers’ brand, and which would endure throughout the process of drafting the Agriculture Bill and beyond.
HOW IT WENT
After reaching a total of a quarter of a million people, the campaign resulted in 3,470 emails to MPs, exceeding the target by 38%. In addition, 1,219 leads were captured in Facebook, adding valuable new contacts to The Ramblers’ database of potential supporters.